Despite its similarities to ChatGPT, Google has been quick to emphasize that it has been developing its AI systems for six years, making it much more than just a newcomer to the market.

“AI is the most profound technology we are working on today. Whether it’s helping doctors detect diseases earlier or enabling people to access information in their own language, AI helps people, businesses and communities unlock their potential. And it opens up new opportunities that could significantly improve billions of lives. That’s why we re-oriented the company around AI six years ago – and why we see it as the most important way we can deliver on our mission: to organize the world’s information and make it universally accessible and useful.”

Google has been vocal about its criticism of ChatGPT’s models, citing their inaccuracies and potential for reputational risk. However, Google’s own AI output is considered to be less likely to be caught by Google’s own crawlers, making it a more attractive option for those looking to use AI outputs for SEO purposes. It’s important to note that Google explicitly states that AI-generated content goes against its guidelines, and there is always a risk of errors, plagiarism, and misinformation.

In contrast to ChatGPT’s focus on outputting content, Google positions Bard as a tool for discovery and deeper understanding. Google plans to make Bard available in Search, where it will generate answers in-stream, and is also looking to release a standalone version of the Bard UI, along with developer releases. The company aims to create a suite of tools and APIs that will make it easier for others to build innovative applications with AI.

It’s clear that AI responders are the future of search, and with Google’s entry into the market, we can expect even more exciting developments in the coming months. In fact, just as Google announced Bard, Microsoft announced a press conference in conjunction with OpenAI, signaling that the search battle is back on.

If you’d like assistance in understanding or leveraging Bard, ChatGPT or any other AI tools in your digital marketing, please contact us today. We’re here to help.

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Currently, ChatGPT can answer questions, create FAQs and answers, compose blog posts, research papers, content briefs, outlines, articles, and even write code, to name a few uses of this tool.

ChatGPT is currently free and open to the public because OpenAI, the creator of ChatGPT, is collecting research and feedback and wants to see how it will be adopted.

Sam Altman, OpenAI’s chief, said on Twitter that ChatGPT had more than one million users in its first five days after launching and that the content is so good, sometimes it is indistinguishable from human-crafted prose.

With ChatGPT being very good and capable of creating great content, would it replace human writers, and should your brand create AI content for PPC, SEO and Social? 

Let’s find out.   

ChatGPTs potential use cases for SEO

With ChatGPT, marketers can perform SEO tasks faster, easier, and more efficiently. ChatGPT will not replace the need for SEO managers and leaders; however, as the models get better trained, Search marketers can optimize and create content quicker and be more efficient, which may require fewer resources. ChatGPT does have a lot of positives that can help SEOs do the following:

Pros

• Generate meta descriptions and title tags at scale.
• Create image captions, generate robots’ files and code.
• Create high quality content, including articles, blogs, FAQs and answers.
• Generate a list of relevant keywords for a topic, which can help with on-page optimization.
• Summarize content of a webpage or article which will improve content quality and readability.
• Solve writer’s block. Sometimes it can take a human time to think of new ideas and topics for content creation. ChatGPT can help streamline the ideation process and provide ideas or even draft the content.        

Limitations

While ChatGPT is ridiculously good and can generate human-like copy, it is not capable of understanding the nuances and subtleties of the human language the way that we do. For example,   

• ChatGPT’s content needs to be fact checked and edited because it is not 100% perfect or current.
• ChatGPT is trained on text and not user inputs, so it won’t always respond well to dynamic user inputs.

• The content needs to be checked for grammar. While the current model is testing well, and it will continue to get better overtime, the grammar is not always correct.
• If anyone asks the same question, they will get the same response, therefore content is not original and will still require a human to add that originality.
• ChatGPT does not state the source of the content and there are no built-in plagiarism tools to detect content that is not original.  
• The results are sometimes inaccurate and could lead to misinformation or safety issues.  

Should I create all my content using ChatGPT rather than human writers?

With ChatGPT being so good, you may ask yourself should I use it to create content instead of relying on human writers?

The answer is you can use both – if you do it the right way.

If you utilize ChatGPT and other AI content generation tools as your primary source of creating content, then you may want to do it with caution.

Google stance on automated content

Google stated that content generated using AI writing tools is against Google’s Webmaster Guidelines. In other words, Google views automated content as spam, which could trigger a manual penalty.

With Google’s helpful content update, content should be useful to end users. If you’re using AI-generated content that is not helpful and useful to end users, then you should proceed with caution.

Here is Google’s stance on auto generation content:  

“For us these would still fall into the category of automatically generated content which is something we’ve had in the Webmaster Guidelines since almost the beginning,” explains John Mueller, Google’s Search Advocate. “And people have been automatically generating content in lots of different ways. And for us, if you’re using machine learning tools to generate your content, it’s essentially the same as if you’re just shuffling words around, or looking up synonyms, or doing the translation tricks that people used to do. My suspicion is maybe the quality of content is a little bit better than the really old school tools, but for us it’s still automatically generated content, and that means for us it’s still against the Webmaster Guidelines. So, we would consider that to be spam.”

Google’s spam policies state: 

Spammy automatically generated (or “auto generated”) content is copy that’s been generated programmatically without producing anything original or adding sufficient value; instead, it’s been generated for the primary purpose of manipulating search rankings and not helping users. Examples of spammy auto-generated content include:

• Text that makes no sense to the reader but contains search keywords.
• Text translated by an automated tool without human review or curation before publishing.
• Text generated through automated processes without regard for quality or user experience.
• Text generated using automated synonymizing, paraphrasing, or obfuscation techniques.
• Text generated from scraping feeds or search results.
• Stitching or combining content from different web pages without adding sufficient value.

If you’re hosting such content on your site, you can use these methods to exclude them from Search.

Where do we go from here?

Acronym’s CEO, David Rollo says, “AI will not only be a force for good; it will be, in fact, everywhere all the time. And that’s why it’s so crucial that we make it a reliable, safe, and responsible force in our lives (personally & professionally). Thanks to AI, humanity is no longer limited – we can work smarter, faster, and better.”

In fact, AI has been around for many years and has been used in content creation for a long time. Recently with the release of ChatGPT, AI has improved and become more widely available and adopted by the public.

Early forms of AI-generated content were primarily used for news summaries and weather reports. With the advancement of technologies such as natural language processing and machine learning, AI-generated content has become more sophisticated and human-like and is now being used in a wider range of applications and virtually has the potential to enhance content generation amongst other things. 

AI can help us learn how to write better, organize our thoughts better for writing, etc. Most jobs require some fluency in writing and it’s not something that comes easily to everyone – even talented writers have writer’s block. Throwing our thoughts on the

page, then leveraging AI to help organize those thoughts can be very helpful not only in the moment, but also as a tool for how to write more effectively.

As AI learns from us, we learn from it.

However, one consideration when utilizing AI-created content is authenticity. Millennials and younger Consumers want authenticity and honest commentary. It’s why they prefer TikTok. They are tired of echo chambers on social channels and AI has the potential to start curating echo chamber content.

In fact, there is a significant risk that content will become indistinguishable as more marketers rely on AI-curated copy, in the same way many websites look alike with the mass adoption of templated site design.

Therefore, it’s critical that marketers keep that human authenticity in their writing. While AI can help to make the writing process less challenging and to organize our thoughts more effectively, the human element must not be lost.

The use of AI in content creation is still in the early stages, and it is expected to continue to evolve and become more integrated into various industries. Microsoft is continuing its multi-billion-dollar partnership with OpenAI to accelerate the development of AI technology and make it accessible to everyone. ChatGPT also has a paid version which offers unlimited access to a faster version of ChatGPT, with the promise of new (paid) features on the way.

Will Google be able to detect AI content?

Over time Google will become smarter at detecting AI content but as long as the content is edited, written with accurate statements, factual and useful information, humans and machines can work together to create content, quicker, easier and faster while being useful, helpful and relevant.

There is talk that a new concept of Watermarking text will be coming to ChatGPT. This concept involves cryptography in the form of embedding a pattern of words, letters and punctuation in the form of a secret code so we can know if content was generated from ChatGTP.

Moving Forward

If your brand is using AI content and not checking to make sure that it is helpful, useful and has true and accurate information, you could potentially receive a manual action from by a manual reviewer, which could have a negative impact on your organic performance.

Google has raised alarms with the introduction of ChatGPT and according to reports from The New York Times, Google has plans to “demonstrate a version of its search engine with chatbot features this year,” including unveiling more than 20 projects powered by artificial intelligence. At the moment, Google is considered behind the curve and needs to play catch up.

POV By Winston Burton, SVP, SEO

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The use of AI in SEO increases not only the effectiveness, but also the efficiency of the resources used. Machine learning tools quickly analyze the relationships between sites, content pages, and search engine rankings, delivering fast, actionable, and even automated tactics to help brands out-optimize the competition.

Even complex strategic insights that drive personalized content development, improved conversion and usability optimization can be handled by AI both faster and more reliably than traditional methods. However,

Through technical optimization, AI in SEO will increasingly dominate the market at breakneck speed in 2022. Based on machine learning processes, no optimization opportunity will go undetected. Gaps in SEO can be quickly addressed with specific articles and entire websites will be given greater relevance in search engines thanks to tools like Acronym’s AI-driven KO and Synergy, both of which align paid and organic campaigns to assess and overlap/efficiencies. Acronym’s use of AI in SEO will help brands validate and integrate actionable data for a holistic approach to all of Search.

Acronym utilizes AI in our patented/proprietary tools to help brands:

• Uncover/Promote important (low ranking) SEO Keywords​
• Uncover/Reduce paid bids on KW with high SEO visibility
• Reduce/Optimize overall campaign Cost ​
• Easily visualize (and reduce) brand cannibalization​
• Know what customers consider ”quality content”
• Optimize coverage specific to competitive rank

A primary benefit of using AI in SEO is efficiency and speed.

The increase in efficiency can even be quantified in monetary terms. Content creators can work faster and more efficiently with the support of AI in SEO to help them better understand the types of content and topics most desired by a target audience. Machine learning or deep learning is not only helpful in strategic planning  but also in improving content over time. Currently, relevant content is generally only revised after publication when reports show that the content is rising or falling in search rankings. AI supports the ongoing monitoring and (human assisted) maintenance of content and ensures a largely constant high relevance for search engines.

Meanwhile, Google’s AI algorithm RankBrain is expected to become one of the most important factors in ranking on Google’s SERPs as click-through rate and time spent on a page will play key factors when RankBrain prioritizes content.

How can you get a leg up on the competition?

Refresh Content: It’s easy to create content and then forget about it once it’s published. Instead of allowing stale content to feed into algorithms, remove what’s no longer relevant and add what’s new. While the age of the page can aid in its search ranking, don’t risk allowing that published date to label your piece as irrelevant. Update published dates by re-sharing older – but still useful content. The visit history will still carry over and help your content in ranking, even though it appears to be new on the surface.

Automate your SEO Processes: Automation makes life easier so invest in software or partners like Acronym to help automate repetitive tasks like tracking your position, monitoring brand mentions, analyzing keyword intent and more.

Long-Form Content Dominates: In the past, experts have insisted limiting written content to around 800 words. But, in 2022, where time spent on a page impacts ranking, longer-form content from 2,000 – 3,000 words or longer-form videos will help you secure that top rank position.

When it comes to videos, you will want to ensure you offer transcriptions. This allows bots to utilize the additional text to help you rank for more searches.   

Implementing AI into your SEO strategy will play a large part in your business staying competitive. If you’d like to learn more about how AI in SEO can help you score more wins in 2022, please contact us today.

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Programmatic advertising is simply campaign automation. It allows your team to focus their time on measuring campaign performance to ensure your budget is put to the best possible use with zero wasted time or money.

Programmatic also enables you to reach a larger audience. Nearly 60% of the global population is online. With precise targeting and programmatic experience, brands can find an approach to every potential customer.

With that in mind, here are the top tips for programmatic success:

• Be selective with platforms. Understand the platform’s reach – examine which ad exchanges are included and ensure they are relevant to your target audience. Ensure you – or your partners – know the platform’s pricing structure (dynamic vs. fixed CPMs) and make your selections based on specific campaign goals.

• Understand the Customer and their Journey. The more you understand you customer’s behaviors, the better you can connect with them throughout the journey and at key points in the funnel. Programmatic advertising allows you to tailor your branded content to each user’s interest at each stage of their experience. In fact, segmenting your customers based on their interests, preferences, and the specifics of their journey enables you to deliver the right message in the right way to each audience segment.

• Let performance drive optimization. There is a reason it’s called “performance marketing.” The best approach allows for flexibility and revisions as performance data is available. This means you need to give your campaigns enough time for machine learning to occur as each user response informs the algorithms on the types of people most likely to act on your ad. Every ad interaction creates an opportunity for learning and improvement. In other words, programmatic advertising enables brands to narrow campaign targeting with each measured result.

• Cast a wide net that’s based on stated goals. Programmatic success relies on multi-channel optimization. However, it’s important to select the channels that will deliver the desired call-to-action. This wide net also includes the content types you use in your programmatic campaigns. Because the algorithms continually test user response, delivering three-to-five different pieces of content gives you more performance data to connect with different buyers.

While it’s easy to think that programmatic advertising is entirely automated, you still need a clear strategy behind it. Machines are only as useful as the people operating them. Combining human experience and creativity with marketing automation delivers credible, actionable, successful campaigns. If you’d like assistance getting started in programmatic advertising, contact us today. We are happy to help.

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